Speed Up Global Brand Building &Nbsp; Fujian Calls For World-Class Brands And Multinational Companies.

By the end of 2010, our province was famous throughout the country.

"Develop, build and enhance the brand of independent innovation."

In July 23rd, the first "Straits brand development and Research Forum" sponsored by the Fujian Provincial Federation of Social Sciences was held in Fuzhou. The more than 200 most influential brands, enterprises and institutions and entrepreneurs from various fields and industries in the province were gathered together to explore the forum.

Promoting the pformation from "manufacturing" to "creating"

As a "big manufacturing country", the output of more than one hundred kinds of manufactured products in China ranks first in the world.

However, "we can earn a small sum of money by making a brand of others."

Talking about many examples of "OEM" production of Fujian enterprises, both experts and entrepreneurs are quite embarrassed:

Electronic products produced by one company in the province sell well in the United States, but they use the brand of a company in the United States, and sell a machine to US $148, while the retail price of US companies in the US market is as high as 450 US dollars.

Clothing is the traditional dominant industry in Fujian, and most of the world famous brand garments are produced in China. According to the statistics of the China clothing association, Chinese enterprises earn only 1/8 of the total profits, and foreign companies that make brands earn 7/8.

"We have many famous brand products in Fujian, especially in Jinjiang. It is also the capital of brands. Anta, seven wolves, 361 and other brand stores have opened all over China.

But when I stepped out of the country, I tried to find the famous brand products in Fujian in all the markets of the world. Unfortunately, I saw all those famous international brands in China, and most of the producing areas were Made in China.

Professor and former president of Fujian Academy of Social Sciences solemnly regretted.

In view of the fact that some enterprises are still keen on "OEM" and "hard labor", striving to create brand awareness and low enthusiasm, experts have warned: with the increase of labor force prices, the advantage of Chinese products in the international market competitiveness is gradually dissipating; and from a global perspective, almost all open market economies are now in surplus state, and the way to win enterprises is not only depend on the products themselves, but more on the establishment and creation of brands.

Jiang Xiaohui, Dean and professor of the school of Business Administration of Jimei University, believes that the internationalization of the brand in twenty-first Century has become an irreversible trend. Under the background of economic globalization, the competitiveness of enterprises in the international market has three aspects: technological innovation, resource control and brand influence.

Chinese enterprises should take part in international competition to find new market opportunities, achieve higher level development of enterprises, and promote "made in China" to "create China". One of the key success factors is to take the road of brand internationalization and realize the cross over from product going out to brand going out.

Accelerate the creation of global brands

Experts believe that at present, China's national image has a certain position in the world, and the process of internationalization of Chinese brands should start.

So how can we make the world aware of the world and make the world famous?

Promoting brand internationalization requires innovative thinking.

Jiang Xiaohui believes that first is consciousness innovation.

"Former Japanese Prime Minister Nakasone Yasuhiro once said:" in international exchanges, SONY is my left face and Panasonic is my right face.

The state is strong, the brand is strong, the enterprise is strong, the country is strong, so the brand is not only an enterprise matter, but also a national matter.

At present, the brand awareness of enterprises often only takes into account the interests of the enterprise itself, and it should be considered at the height of the development of the country when it comes to the needs of the market at most.

The second is cultural innovation.

Jiang Xiaohui said that cultural innovation is cultural inclusion and cultural integration, and national talents can become the world.

For example, the animation industry is booming in our province. Enterprises should not be eager for quick success and instant benefit, but should thoroughly study the audience and the market, fully explore the commonalities in culture, stimulate the potential human truth, goodness and beauty, and identify their own ideas.

Just as Disney's success lies in its goal of "making people happy."

Experts believe that finding out their weaknesses and concentrating on their weaknesses will speed up the pace of success.

"Although compared with the world brands such as Nike, Adidas and Reebok, there is still a gap between Anta and China's leading brands in sports industry, but Anta has invested huge sums of money to find gaps in various experimental methods, and further studies the measures to narrow the gap. As far as possible, one indicator exceeds the international brand, one step at a time, that is the foundation of creating a world brand."

Strictly speaking.

"Enterprises must maintain their brand's permanent charm, create a century old shop, and work hard on the core values of reputation, service and management."

Wang Kaiming, the dean of Fujian southeast Competitiveness Research Institute, thinks that

He said, "surveys show that user loyalty has increased by 5%, and corporate profits have increased by 25%-85%.

There is only one way to make money, that is, to serve the users in good faith and to gain the loyalty of users through services.

The brand management of Fujian enterprises is effective and should be the first in international brands.

He said he expects more OEM manufacturers to go to their own production and sell their own products. After ten years or even more efforts, Fujian can "emerge from several world brands and create several multinationals".